Distribution Channel Management Week 4. The Dimension “Remember this isn’t about technology. Technology may be the enabler, but it’s not the answer. It’s.

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Presentation transcript:

Distribution Channel Management Week 4

The Dimension “Remember this isn’t about technology. Technology may be the enabler, but it’s not the answer. It’s as much about process and change management as it is about which bit of technology we use” – Richard Ingleton, CEO of TNS Global –

Digital Electronic Technology as an Distribution Enabler Recent technology development has enable us to do something that is very difficult before, and do it faster Regarding to the Distribution Channel Management there are several major area in the path to purchased that impacted by Information Technology: – Trigger of the purchase can be easily catalyzed by internet – Researching, finding, and assessing a product or store can be done easily through the internet – Even buying products from some high involvement category can be easily done through internet channel However, this digital electronic revolution also bring the customer expectation much more higher than before

Areas of Channel Management that affected by Digital Technology

These technology advancement has brought a new opportunity and complication, such as… Emerging new channels – Every manufacturer can easily reach out to their shopper through their corporate website – There are many community based channels that emerged to serve specific community needs, because of the low cost operation that offered by internet platforms A clash of channels – Now, a traditional pulsa store should compete with e-pulsa dealers and banks – Now, a fashion store should compete with FB dealers / dropshippers, Kaskus’ “juragan”, and so many more

Some Best Practices Examples Open “Amazon.com” and find what aspects made them a great e-retailer destination for millions of people worldwide. Open “taskamera.com” and find what aspects made them a best selling website for camera hobbyist.

Group Task 2 (10 points of Nilai Tugas) Find successful e-retailer in Bandung, and do interview with them. Find out: 1.How do they start up their business 2.What aspect do they consider when developing e-retailer websites / pages (for kaskus, or FB e-retailer) 3.What differentiate them from other e-retailers 4.Who are their competitor 5.Who are their supplier 6.How do they develop shopper base 7.What kind of CRM activity do they do to maintain their shoppers 8.What kind of business development are they planning for the next 2 years 9.From those information do the analysis and summarize their Key Success Factors